Talk of disruption is everywhere, but it’s not a new phenomenon. Rob Morrison says we shouldn’t be fearful, and offers six disruption insights uncovered over 30 years. If you’ve ever launched a brand-new product, you know how frustrating it can be. No matter how much consumers hate the status quo, not matter how fat and lazy the current suppliers have become, no matter how much consumers are being ripped off – some people are simply impossible to shift. How much do Australians hate banks?
The end of a brand isn’t necessarily the end of the world, and it certainly isn’t the end of your career, says Rob Morrison. There’s an old saying in advertising – ‘if it hasn’t happened to you, you’re not old enough or you’re not trying hard enough’. Granted, they’re talking about being retrenched – but precisely the same is true of seeing the death of a brand. Sooner or later it will probably happen to you. Everyone knows the story of Kodak – the film and camera goliath from the 1990s.
Marketing professionals keep getting younger and their audience keeps getting older. Rob Morrison channels his grumpy old man and discusses the importance of mentoring programs. My first ever marketing boss was an amazing woman named Barb Noonan. It was the late 80s and Barb had already smashed through her fair share of the glass ceiling. She was managing a large marketing budget in a very large organisation. She was making multi-million dollar decision almost daily. She did everything by the book.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".